Colgate Equates Oral Beauty With Self-Care as It Enters the Emerging Category

The new product collection CO. by Colgate is aimed directly at Gen Z

CO. by Colgate is available through Ulta Beauty. Courtesy of Colgate

The term “oral beauty” probably isn’t familiar to most people. The product category doesn’t exist on Walmart’s or Target’s website, and a search on Google Trends turns up nothing.

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@hiebertpaul Paul Hiebert is a CPG reporter at Adweek, where he focuses on data-driven stories that help illustrate changes in consumer behavior and sentiment.